Chinese Dramas and Micro Dramas Drive iQIYI International's Global Viewership Growth

iQIYI, a prominent Chinese online entertainment platform, announced a significant 130% year-on-year increase in viewership on its international platform for the first half of 2026. The data, released on July 9, highlights the company's expanding global reach, largely attributed to its "long + short" content strategy.

The "long + short" strategy, focusing on premium long-form Chinese dramas and short-form micro dramas, has been identified as the dual engine for iQIYI International's overseas expansion. The platform has emphasized localization efforts, offering subtitles in 13 languages and high-quality dubbing, alongside fan engagement events to deepen audience connection in key markets. The inclusion of diverse Asian productions from countries like Thailand, South Korea, and Japan has further broadened the platform's appeal.

During the first half of 2026, iQIYI's self-produced content dominated its international drama charts, with titles spanning historical epics, contemporary romance, and coming-of-age narratives. "Pursuit of Jade" ranked as the top Chinese drama globally and became the most-searched Chinese historical drama on Google worldwide since 2025. Micro dramas have emerged as a crucial entry point for international audiences discovering Chinese content, their fast-paced narratives aligning well with mobile viewing habits.

Micro dramas, such as "Midnight Temptation," have gained traction for their intense emotional arcs and rapid storytelling. iQIYI International aims to solidify its position as a primary destination for Asian content, committed to delivering richer, more immersive viewing experiences that resonate culturally and emotionally with a global audience.